Electrolux 2011 Annual Report Download - page 37

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Keyhole Hob
The Electrolux Keyhole Hob, launched in Southeast Asia
and China, was developed using the insight of the special
requirements imposed by Asian cooking. The compact and
elegant hob combines the power of gas and the option of
induction control.
Dining in
restaurants
The increased purchasing power
of households in cities has
resulted in a rising number of
consumers choosing to dine in
restaurants. Electrolux has estab-
lished and is reinforcing a distri-
bution network to sell food-ser-
vice equipment to the growing
segment of restaurants and fast-
food establishments in Southeast
Asia.
Floor care
Major markets
• China
• Thailand
• Malaysia
Major competitors
• Samsung
• LG
• Dyson
Professional products
Major markets
• China
• South Korea
• Thailand
• Malaysia
• Singapore
Major competitors
• Manitowoc
• ITW
• Sailstar
• Image
Core appliances
Major markets
• Thailand
• Vietnam
• Indonesia
• China
Major competitors
• LG
• Panasonic
• Haier Group
• Midea
Markets and competitors
Quick facts Southeast Asia and
China 2010
Population: 3,656 million
Average number of persons per
household: 3.9
Urban population: 40 %
Significant market: China
GDP per capita 2010: USD 4,400
GDP growth 2010: 10.4 %
Sources: World Bank and Electrolux estimates.
250
200
150
100
50
0
SEKbn
Major appliances
Floor care
Professional products
Market value
Sales of air-conditioning equipment have been a key factor in the
positive trend for Electrolux in Southeast Asia in recent years.
The market for air-conditioning equipment in Southeast Asia is
almost as large as for refrigerators. Consumer insight shows
that most people living in large Asian cities would find life very
difficult without air-conditioning.
Air care
Professional brandConsumer brand
A new
“broom”
A light, corded stick cleaner –
Dynamica – was launched in sev-
eral Southeast Asian countries
during the year. The launch cam-
paign focused on the fact that
Dynamica is a more hygienic
alternative than the traditional
broom, which is common in the
region.
Electrolux market shares
in Southeast Asia
4% core appliances
19% floor care
Source: Electrolux estimates.
Read more about Electrolux
operations in Southeast Asia. 54
33